FLC and its implementation in

COCPKoushik Dutta

Master of Business Administration

Specialization- Marketing

School of Management Sciences

Indian Institute of Engineering Science and Technology

Shibpur, Howrah

Family Life Cycle by Wells and Gruber 1960s

• A way of segmenting the family market at different stages of the cycle on the basis of age, marital status, career, disposable income, presence & absence of children to determine the products and services that people buy at each stage.

• The model helps marketers a clue about buying patterns of families according to the stage of the families development according to the FLC.

Key pointsAgeMarital StatusCareerDisposable IncomePresence & absence of children

Stages in FLC The Bachelor Stage - young singles

Young couples with no children - DINKs (double income, no children)

Full Nest 1 - Couples with small children

Single parents with children

Full Nest 2 - middle aged couples with dependent children

Empty Nest 1 -Middle aged couples with no children living at home

Empty Nest 2 - Older couples with no children

Solitary Survivor - Older, widowed, single, divorced or retiredEach of these groups has their own purchasing behaviours to which Marketers can

appeal in their Marketing strategies.

• A method of segmenting the market

• Provides an understanding of changes in consumer buying behaviour

• Used in targeting e.g. in the leisure and travel industries.

Uses of this Model

Horlicks- “The Great Family Nourisher”

• Horlicks - Founders James and William Horlick.

• It is now manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, Pakistan, India, and Jamaica, and under licence in the Philippines and Malaysia.

• Horlicks is the leading health food drink in India and as the ‘Most Trusted Drinks Brand’ (Economics Times Survey, 2004) in India, enjoys more than 50% of the Health Food Drink Market.

• In 2010, Horlicks accounted for 85% of the ₹2306 crore (US$380 million) revenue of GlaxoSmithKline in India.

• It is currently the most widely consumed packaged beverage in India, after bottled water.

• Horlicks Wizkids, Started in 2003- reached approximately 25 million kids in all India as well as in Sri Lanka, Pakistan, Nepal and Bangladesh.

Horlicks- “The Great Family Nourisher”

Specially made for

breast-feeding Mothers

Only for Women

Horlicks- “The Great Family Nourisher”

Horlicks Ninja for children except 1-

6years

Junior Horlicks from 1-3 and 4-6Only for

Adult